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Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Each week we bring to you a discussion on the latest trends in digital marketing and how you can actually implement these strategies into your organization.
Welcome to an in-depth exploration of one of the latest episodes of the NTM Growth Marketing Podcast, featuring two seasoned industry leaders: Brigham Dickinson of Power Selling Pros and Sivan Caspi, VP Marketing at Cool Automation. This episode is packed with energetic conversation about human-centered sales, evolving marketing strategies, the impact of AI, and tips for professionals in fast-changing industries.
This blog post breaks down the transcript in detail, pulling out actionable insights, standout quotes, behind-the-scenes stories, and practical ideas you can apply—whether you’re a business owner, marketing exec, CSR, technician, or just a fan of growth marketing.
Welcome to an in-depth exploration of one of the latest episodes of the NTM Growth Marketing Podcast, featuring two seasoned industry leaders: Brigham Dickinson of Power Selling Pros and Sivan Caspi, VP Marketing at Cool Automation. This episode is packed with energetic conversation about human-centered sales, evolving marketing strategies, the impact of AI, and tips for professionals in fast-changing industries.
This blog post breaks down the transcript in detail, pulling out actionable insights, standout quotes, behind-the-scenes stories, and practical ideas you can apply—whether you’re a business owner, marketing exec, CSR, technician, or just a fan of growth marketing.
Ready? Let’s dive in.
The episode starts with a warm greeting and familiar banter between podcast host and repeat guest Brigham Dickinson, the energetic founder of Power Selling Pros. If you’ve listened before, you know Brigham’s style: casual, funny, and packed with practical wisdom.
“What’s my role at the company? Company clown.”
Brigham leads an organization dedicated to one-on-one, twice-monthly call handling training, aimed at transforming CSRs, dispatchers, and lead coordinators. They’ve been at it for 16 years and are currently pushing 1,400 trainees through a rigorous four-level certification process.
Sivan Caspi, joining for her first podcast episode, brings a global flavor. She’s the VP of Marketing at Cool Automation, a B2B SaaS company focused on control, management, and diagnostics of commercial HVAC systems—heavy on technology, but grounded in human connections.
Their conversation sets the tone: fun, personal, and straight-talking, aimed at industry insiders who want expert-level tips without jargon.
Power Selling Pros isn’t just another coaching company. Their formula is simple but effective:
The idea is to elevate the performance of employees who often fly under the radar. Brigham’s approach gives them the incentive and attention they need to love their jobs and get noticeable results—for themselves, their customers, and the business.
“By the time they’re done, they’re booking their calls, they’re wowing customers, they’re actively selling service agreements over the phone, and they finally get the attention that they need.”
Their client list stretches from major teams with over 60 CSRs (like Tommy Mello’s crew) to small businesses with just one. The success is real—from the numbers to the testimonials.
Brigham takes us back to 2008—a period before Facebook’s rise, a time of classic marketing channels:
Then SEO and PPC crashed onto the scene, creating turbulence for marketers.
“In 2008, I had a marketing company … Newspaper, radio and TV. Four mediums. That’s all you had to worry about back then.”
But the core lesson is this: while mediums and technology evolve, the real differentiator remains people. Brigham’s business shifted from marketing to training when a plumbing client challenged him about lead quality. The real problem wasn’t making the phone ring—it was in converting those calls to booked jobs. Training made the difference.
“I started training their CSRs and we increased their call conversion by 20% in the first six weeks. Overnight success in 16 years!”
Brigham dives deep into how most home service companies forget their CSRs and technicians. Owners tend to cheer for comfort advisors and sales superstars—the ones “bringing in the money”—while the backbone of the business gets ignored.
Brigham’s secret: teach them what “doing a great job” looks like.
He says, “How do you get kissed on a date?”—an analogy that makes the lesson stick:
If you create that environment, trust develops naturally. And in business, trust equals more bookings, more sales, and happy customers.
“You don’t want to just go out and do the thing you were called out to do. You want to be able to go out and take a look at everything that’s going on inside the customer’s home and provide them options on everything.”
Technicians are natural problem-solvers, not natural salespeople. The blind spot for businesses? Technicians fix the urgent issue and leave.
Here’s what that usually causes:
Brigham’s simple fix:
Homeowners want their problems solved completely. They don’t want to feel “sold.” They want choices.
“People love to shop, they love to buy, but they hate to be sold. And the way that you keep them from feeling sold is you give them option after option after option.”
This approach empowers technicians, builds trust, and boosts business outcomes.
Here’s an eye-opener for business owners and marketers: get your CSRs and technicians working at their best, and you’ll lower the need for massive marketing budgets.
For new companies, Brigham recommends going heavy on marketing—up to 10% of revenue. But for established brands?
The result: a thriving business where marketing spend works smarter—not just harder. And it all starts with human attention, training, and consistent improvement.
“If you’ve got a long standing brand, time to work within, work with those CSRs, get them selling over the phone without them really realizing they’re selling … Under the guise of phenomenal customer service.”
Switching gears, the podcast pivots to Sivan Caspi, VP Marketing at Cool Automation. This segment is a goldmine for B2B marketers, especially those in specialized fields.
Cool Automation offers SaaS solutions for HVAC management and diagnostics. Their market is:
Sivan’s daily mission? Understand those pain points, segment the audience by territory, and tailor creative solutions—because HVAC, let’s face it, isn’t the easiest category to jazz up.
“First of all is understanding what are those pain points and how can we solve it for our customers and then find the most exciting creative way to convey that to our customers.”
Sivan brings a unique perspective from her background in both B2C and B2B:
Her revelation: the real innovation is “human to human” marketing, not business-to-business. No one wants to be boxed in—everyone wants their pain heard, problems solved, and connection with a relatable brand.
“I don’t market B2B, I don’t market to business, I market to people … how do I specifically solve their problem in a way that will create an emotional connection to the brand?”
Technicians, facility managers, energy managers—they’re people first. Sivan’s marketing is built around:
She pokes fun at tech industry websites that are all buzzwords and no explanation. You know the ones: “Unlock potential, transform, revolutionize”—but what do they actually sell?
How does Cool Automation make waves in a slow-moving sector?
Layer 1: Brand Awareness
Layer 2: Account-Based Marketing (ABM)
The success comes from combining both: broad visibility with laser-focused outreach.
“When you work from the top on the top of mind and from the bottom on specific campaigns, it really hits the pain points of every target audience … you get to move the needle significantly.”
Cool Automation doesn’t rely on just one channel. Their approach:
Their brand stands out—literally. The purple branding pops against a sea of white and blue booths at every industry event.
“Every trade show they’re looking for the marketing person to say just people that are not really our customers … come to say how much we stand out because everyone’s booth are white and blue … so I tried to do everything different.”
In-person events generate brand ambassadors. Sivan’s team runs “Cool Masters” training in exotic locations—Miami, New Orleans, Vegas. The result?
Both Brigham and Sivan tackle the hot topic: artificial intelligence.
Brigham’s experience is candid:
Brigham’s balanced take: use AI for overflow (when no humans are available), then follow up with personal calls for better experiences and robust scheduling.
“We use AI ourselves with our call center. If all of our humans are on a phone call, we have AI that picks it up and then the humans call back afterwards … make sure the homeowner enjoyed the experience.”
Sivan adds the marketer’s view:
Sivan’s favorite? ChatGPT. It serves as her “co-VP marketing” for research, content drafting, and idea generation.
The hosts toss in their own picks for video content creation:
“I think I have a really good partner. My co-VP marketing is ChatGPT … We work together a lot.”
If you need to create “visibility videos” or repurpose podcasts, these tools are worth exploring.
Let’s highlight the episode’s most memorable lines, ideal for framing your own marketing or management philosophy:
Brigham Dickinson: “People love to shop, they love to buy, but they hate to be sold. And the way that you keep them from feeling sold is you give them option after option after option.”
Sivan Caspi: “I don’t market B2B, I don’t market to business, I market to people … how do I specifically solve their problem in a way that will create an emotional connection to the brand?”
Brigham Dickinson: “If you’ve got a team running on all cylinders, you’ll get to the point where your technician will provide an option … or you can just replace it. I can call Comfort Advisor right now.”
Sivan Caspi: “The combination of knowing B2C and B2B made me realize that the real innovation is quite simple. It’s all about human to human.”
What can we take from this episode?
The rise of AI, the explosion of digital channels, and evolving customer expectations mean marketing is changing—fast. But as Brigham and Sivan show, the heart of business is still people.
So, what’s your next move? Whether you run a home service company, head up B2B marketing, or are leading a new team—take these lessons to heart, get your people fully engaged, and watch how everything else (marketing, sales, retention, reputation) follows.
And remember:
“It’s all about human to human.”
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